The Winter Love Island edition has returned and after 5,000 complaints were sent to Ofcom last year for misogynistic behaviour and bullying, ITV has announced tougher safety regulations around the show and islanders will no longer be able to have people running their social media platforms on their behalf.
Without the help of family members and friends to establish their social presence whilst being on the show, Alex Payne, CEO of Room Unlocked – a platform overhauling influencer marketing for the world’s biggest brands – argues the only way for Islanders to grow their fan base this season is through being their authentic selves.
“The era of brands just placing ads through influencers is over. Instead, they now recognise the need to create fans and build longer term relationships. And when brands reciprocate the love of their fans, they get more back than they ever receive by simply paying someone.”
Alex Payne CEO and co-founder of Room Unlocked
A successful new career as an influencer is not always a given when Islanders return home after the show. While some contestants, such as Molly-Mae Hague and Ekin-Su Cülcüloğlu have gone on to find fame and wealth through lucrative brand partnerships and social-media sponsorships, others did not experience the glitz and glam they thought they signed up for. For example, Ikenna Ekwonna revealed his salary more than halved since he took part in the dating show.
Despite being paid significant sums to promote flat tummy teas or charcoal tooth paste, most of us are now all too aware of sponsored collaborations between brands and influencers, and are becoming increasingly immune to this type of influencer marketing. Consumer interest and engagement appears to be decreasing at a rapid rate across every industry category with this sort of content, reaching 2.4% 2019 which is down from 4% three years earlier – according to a study by InfluencerDB.
Authenticity is now the key to growing an audience. Particularly amongst Gen Z – who have a strong focus on quality and authenticity online, with data by Room Unlocked unveiling that close to half (47%) of young adults say they cannot relate to or identify with any influencers because of how disingenuous they are genuine and unfiltered content will continue reshaping the internet and the way we consume social media.
